| Print ads are composed mainly by three elements: brand, picture and text. Brand element is the visual cues that related with brand identity, such as brand names, trademarks etc. Text refers to the language information that excepts brand. Picture is the non-text information element which excepts brand. Psychologists have conducted many in-depth researches to the advertisement's physical features, such as ads' size, color and location, however these studies mainly explored the external features of the ads. In general case, ads' brand and picture are relatively stable, while the text may be adjusted on the base of products' types or characteristics. Therefore, there are important theoretical and practical significances to study the subject that the impact of text structure and product types to advertisement cognition.In this study, the text structure and product types were two important variables, text structure was divided into technical text information and comparative text information. Besides, mainly based on the FCB network model, product type was classified into high and low involvement product. Experimental apparatus was eye tracker, subjects were university students. Collecting their eye movement data that corned from the AOI and their products evaluation, to analyze the information processing mode and subjective response to the experimental material. This study included three experiments, experiment 1 focused on the effect of matching relation between the technical information and the product involvement to advertisement cognition. Because the text's comparative information mainly compared some of the products' objective characteristics and technical parameters, experiment 2 established on the conclusion of experiment 1, that was exploring the effect of matching relation between the comparative information and the product involvement to the advertisement cognition. Experiment 3 mainly studied the effect of comparative brands' popular- ity to the advertisement cognition. So experiment 3 was the supplement of experiment 2 at a large extent. Through three experiments, researching the following conclusions:(1) No matter what kinds of ad text structure was used, the main effect of product involvement was significant, that was high involvement product' text received more attention than low involvement product's. However, on the college students' products evaluation, the main effect of product involvement was not significant.(2) Compared with non-technical text information, technical text information obtained more attention, the main indexs of eye movement datas were significant different. In addition, college students' evaluation to the products that used technical text information was more positive.(3) Comparative text information received more attention than non-comparative text information. University students' evaluation to the products that used non-comparative text information was more positive. To a large extent, this conclusion confirmed that in the audience of Chinese university students, comparative advertisiment can get better cognitive effect, but the product attitude cased by comparative text information wan not ideal.(4) On the eye movement datas, the main effect of comparative brands' populatity was significant, namely, the comparative text information that contained low populatity's comparative brand can get more attention. However, on the product attitude, the university students' product attitude to the product that compared with high populatity comparative brand was more positive.(5) Eye movement datas and subjective evaluation logically existed link. In experiment 1, the eye movement datas and subjective evaluations were relatively consistent, but in experiment 2 and experiment 3, both of them were inconsistent. Therefore, up to a certain extent, this study also showed the relationship between eye movement data and subjective evaluation. |
